MART Development team (Dellhi based Rural Marketing Research & Consulting Firm)

Introduction to MART Development Team India’s Leading Rural Consultancy

MART

• Established in 1993 MART has emerged as India’s leading Rural Consultancy Firm

• Follows philosophy of ‘Social Heart & Business Mind’ to offer marketing solutions

• Working both in Corporate and Social sectors

• Team of 50 professionals having all India presence – offices in Bhubaneswar and Kolkata

• Have provided expertise in Nepal, Afghanistan, Mozambique and Bangladesh.

NGO

Corporate

Government

Fourth Sector

Organization

Bus

ines

s M

ind

Soc

ial

Min

dBusiness

HeartSocial Heart

Research Diagnosis of Business Problem through user centric methods - value chain, opportunity sensing,

KAP , product market

Strategy Developing Strategy for Effective Decision Making

Piloting Demonstration of strategy through incubation in contained geography

Scale Up Strategic implementation in large geography evolving sustainable business models

Training Rural Sensitisation, Capacity building and Handholding

Our Services

HealthcareFood &

Agribusiness

TelecomBanking & Finance

Livelihoods & Market

Access

FMCG & Durables

Sector of Work

Our Journey

• 1989 – Gramshree mela

• 1995 – National Study on Haats (weekly market) and Melas

• 1998 – Creation of MART’s 3M livelihoods promotion model

• 2000 – Co-created Project Shakti with HUL

• 2003 – National Study on Rural Insurance

• 2005 – The Rural Marketing Book

• 2005 – ICT in Bangladesh

• 2006 – Status of Rural ICT in India, Microsoft India

• 2007 – Livelihood Management Agency, KUSP, A DFID funded project

• 2007 – Creation of Collective marketing model

• 2008 – Cannes Festival

• 2009 – Introduce Rural Marketing in Bangladesh

• 2009 - Pradeep Kashyap as President RMAI

• 2010 – Pioneered the Inclusive Marketing Approach

Innovative Co- Creation

ProducersConsumers

NGOs/Govt. Private Sector

INCLUSIVE MARKETING

Marginalized

Sustainable Incomes

Partnerships

Inclusive Marketing

“Inclusive Marketing is an approach that looks

at the marginalized not only BOP

consumers but also as producers/ suppliers. This approach uses

innovative co-creation and appropriate

partnerships offering promise to add

economic value to goods and services contributed by the

marginalized. It therefore impacts

poverty positively by improving the quality

of life of the marginalized.”

Large Scale BDS Facilitation by MART

BDS Intervention Impact People Benefited

‘GramShree Exhibitions’ for sale of rural products in cities since 1989

300 exhibitions,

sale Rs.500 mn

1,00,000 producers

3M Model (Micro Finance, Micro Market, Micro Planning) for livelihoods promotion

CB and SED focus,

User manual in 3 languages

50,0 00 entrepreneurs

(NABARD, APRLP, WORLP, MPDPIP...)

Haat (weekly market) promotion in AP & MP

20 new haats started 75,000 buyers

4,000 entrprreneurs

Collective marketing of agri and forest produce

Increase income and village level marketing systems

7,500 householders in 500 villages

Rural Super Bazaars under APRLP and DPIP MP

10 shops started by MACS

10,000 SHG members

Capacity Building of INGO, Bilateral Projects, NGOs, Govt. staff etc.

Capacity on Market led approach

Over 5000 professionals

Collective MarketingAn Initiative by MART impacting lives of 7500 tribal families in Orissa

10 –15 %

5 -10%

5%

5%

Marketable surplus clusters identified

Collectivization to achieve economies of scale

Drying, cleaning, sorting packaging to add value

Direct linkages with bigger town traders

Linkages with organised private companies in cities

Additional Price

Realization

Secondary Community Institution Particulars Impact

States Orissa and Jharkhand

Districts 10

No of Villages

500

No of SHG members

7500

Turn over (USD)

1.5 million

Products Tamarind, Mahua, Char, Niger, Lac, Vegetables, Cow pea, Cashew, MinOr millets, Cotton etc.

The Model and Impact

Our Social Sector Clients

Our Corporate Sector Clients

Thank You!